Tipping point
Also called: tipping point
A tipping point in the marketing world is the tipping point at which a product, event or phenomenon is no longer marginal, but takes on a substantial size, making it unthinkable.
Often a tipping point consists of a final push that sets off a chain reaction of growth. This principle assumes that trends spread like a virus. After reaching the required base awareness or size, society takes care of the rest. The trick in working toward such a tipping point is to ensure the right triggers for spread.
Tipping points can also be identified within changes that span longer periods of time. Take, for example, a phenomenon such as digitization. Almost all Dutch people today have computers, the Internet and smartphones. For banks, the moment in the past when customers had sufficient access to these resources to fundamentally adapt their services to this, including discontinuing traditional products and services, can be designated as a tipping point.
Another characteristic of a tipping point may be that when a development reaches that point, it is unstoppable. For example, the term is frequently used in relation to climate change.
